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Japan’s Ministry of Land, Infrastructure, Transport and Tourism (MLIT) has announced a new initiative to boost inbound tourism to the country by promoting tours that leverage the expertise of local guides and offer unique, authentic experiences. The program aims to address the diminishing number of licensed tour guides and the need for more diverse tourism offerings.

The initiative, referred to as the "Local Guide Tour Promotion Project," was officially launched on October 25, 2025. The MLIT is seeking applications from organizations that can develop and implement these specialized tours. The goal is to create a sustainable model for inbound tourism that benefits local communities and provides visitors with deeper engagement with Japanese culture and history.

One of the key objectives is to foster a new generation of tour guides, particularly those with specialized knowledge in fields such as history, culture, and the arts. The MLIT envisions tours that go beyond conventional sightseeing, offering participants insights into niche interests and local traditions. This includes encouraging the development of tours led by individuals who are not necessarily licensed guides but possess significant expertise in a particular area.

The MLIT will be providing support for the development of these tours, including funding and guidance on marketing and operational aspects. The aim is to create a platform where local knowledge can be showcased and monetized, contributing to regional revitalization.

The project emphasizes the importance of offering unique experiences that differentiate Japan from other tourist destinations. This could involve tours focused on specific historical periods, local crafts, culinary traditions, or even natural landscapes, all explained through the lens of local experts.

Key Points

• Launch Date: October 25, 2025

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